Off Da Ground

This is New Africa


‘This is New Africa' or TINA is a movement founded by Fuse ODG, a British-born Afrobeats musician of Ghanaian descent, which has captured the hearts and minds of many with its aim to build a more positive international view of Africa through culture.

Off Da Ground

This is New Africa


‘This is New Africa' or TINA is a movement founded by Fuse ODG, a British-born Afrobeats musician of Ghanaian descent, which has captured the hearts and minds of many with its aim to build a more positive international view of Africa through culture.

Afrobeats – a genre that blends music of West African origin with Hip-Hop, Pop, Dancehall, and others – has grown to become one of Africa's most renowned cultural exports in the last decade.

/Narratives

De Charles has worked with Fuse’s Off Da Ground team to refine and justify TINA’s message, and develop relevant commercial initiatives.

/Narratives

De Charles has worked with Fuse’s Off Da Ground team to refine and justify TINA’s message, and develop relevant commercial initiatives.

/Narratives

De Charles has worked with Fuse’s Off Da Ground team to refine and justify TINA’s message, and develop relevant commercial initiatives.

Best known as the artist who brought the Azonto dance to prominence, in March 2013, Fuse reached the number one spot in the iTunes World Chart, making him the first Ghanaian musician in history to achieve the feat. In 2015 Fuse ODG made history once again, by winning the coveted ‘Best African Act’ at the MOBO Awards for three consecutive years. Additionally, Fuse ODG has fuelled an increased sense of pride in Ghanaian culture through major collaborations such as ‘Boa Me’, in which Ed Sheeran performed the entire chorus in Twi.
TINA is an international campaign aimed at increasing the pervasiveness and significance of African culture through music; with the hope of crossing boundaries and bettering the continent’s perceptions. The ODG team brought De Charles on-board to help with the ongoing framing of the TINA message. De Charles is continuing to offer agile strategy support in the conceiving, shaping and implementing of ideas, products and ventures that would be considered manifestations of the movement.

Best known as the artist who brought the Azonto dance to prominence, in March 2013, Fuse reached the number one spot in the iTunes World Chart, making him the first Ghanaian musician in history to achieve the feat. In 2015 Fuse ODG made history once again, by winning the coveted ‘Best African Act’ at the MOBO Awards for three consecutive years. Additionally, Fuse ODG has fuelled an increased sense of pride in Ghanaian culture through major collaborations such as ‘Boa Me’, in which Ed Sheeran performed the entire chorus in Twi.

TINA is an international campaign aimed at increasing the pervasiveness and significance of African culture through music; with the hope of crossing boundaries and bettering the continent’s perceptions. The ODG team brought De Charles on-board to help with the ongoing framing of the TINA message. De Charles is continuing to offer agile strategy support in the conceiving, shaping and implementing of ideas, products and ventures that would be considered manifestations of the movement.

"Sharing the same passion and having a similar goal as the initiative, De Charles has been working with Fuse’s Off Da Ground team to refine TINA’s narrative and identify commercial manifestations of the initiative.”

"Sharing the same passion and having a similar goal as the initiative, De Charles has been working with Fuse’s Off Da Ground team to refine TINA’s narrative and identify commercial manifestations of the initiative.”

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“De Charles is continuing to offer agile strategy support in the conceiving, shaping and implementing of ideas, products and ventures that would be considered manifestations of the movement.”

“De Charles is continuing to offer agile strategy support in the conceiving, shaping and implementing of ideas, products and ventures that would be considered manifestations of the movement.”

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/Happenings

Fuse ODG’s feature in Major Lazer’s “Light it up” track gave him his first entry on the US’s Billboard Hot 100 singles chart in 2015.

/Happenings

Fuse ODG’s feature in Major Lazer’s “Light it up” track gave him his first entry on the US’s Billboard Hot 100 singles chart in 2015.

/Happenings

Fuse ODG’s feature in Major Lazer’s “Light it up” track gave him his first entry on the US’s Billboard Hot 100 singles chart in 2015.

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